Question 1

Strategic planning is a top management job that includes planning only for marketing.

Accepted Answer

A) True 
 B)False

Question 2

________ means trying to increase sales by selling present products in new markets.

Accepted Answer

A)   Differentiation
B)   Market development
C)   Product development
D)   Diversification
E)   Market penetration

Question 3

A "breakthrough opportunity" is an opportunity that helps innovators develop long-term,hard-to-copy marketing strategies that will be very profitable.

Accepted Answer

A) True 
 B)False

Question 4

The main difference between a "marketing strategy" and a "marketing plan" is that ________.

Accepted Answer

A)   time-related details are included in a marketing plan
B)   a marketing plan includes several marketing strategies
C)   a marketing strategy provides more detail
D)   a marketing strategy omits pricing plans
E)   a marketing plan does not include a target market

Question 5

Promotion is composed of personal selling,advertising,publicity,and sales promotion.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is true?

Accepted Answer

A)   The product "P" in the marketing mix stands for only physical goods.
B)   The product "P" in the marketing mix stands for both physical goods and services.
C)   The product "P" in the marketing mix stands for only tangible merchandise.
D)   The product "P" in the marketing mix stands for only physical merchandise.
E)   The product "P" in the marketing mix stands for both physical goods and tangible merchandise.

Question 7

An appropriate marketing mix should be determined primarily by ________.

Accepted Answer

A)   what has worked for the company in the past
B)   the needs of a target market
C)   the budget available to spend
D)   the past experiences of the marketing manager
E)   what product the firm can produce with economies of scale

Question 8

Converse started selling its "high-top" canvas basketball shoes in colors such as hot pink,lime green,and purple,to accompany their traditional colors of black and white.Converse seems to be pursuing a ________ opportunity.

Accepted Answer

A)   market penetration
B)   market development
C)   product development
D)   diversification
E)   breakthrough

Question 9

A "channel of distribution":

Accepted Answer

A)   usually has three members-a manufacturer, a distributor, and a retailer.
B)   is any series of firms (or individuals)  from producer to final user or consumer.
C)   should be as short as possible.
D)   is not involved if a firm sells directly from its own website to final customers.

Question 10

"Target marketing," in contrast to "mass marketing,"

Accepted Answer

A)   ignores the need for the firm to obtain a competitive advantage.
B)   ignores markets that are large and spread out.
C)   is limited to small market segments.
D)   assumes that all customers are basically the same.
E)   None of these answers is correct.

Question 11

"Product" is NOT concerned with:

Accepted Answer

A)   quality level.
B)   branding.
C)   wholesale price.
D)   packaging.
E)   warranty.

Question 12

Sales promotion can involve point-of-purchase materials,store signs,contests,catalogs,and circulars.

Accepted Answer

A) True 
 B)False

Question 13

A "marketing plan":

Accepted Answer

A)   is just another term for "marketing strategy."
B)   consists of several "marketing programs."
C)   includes the time-related details for carrying out a marketing strategy.
D)   is a strategy without all the operational decisions.
E)   ignores implementation and control details.

Question 14

Differentiation means that the firm's marketing mix is similar to its competitors' mixes.

Accepted Answer

A) True 
 B)False

Question 15

An extremely good plan might be carried out badly and still produce profits,while a poor but well implemented plan can lose money.

Accepted Answer

A) True 
 B)False

Question 16

When one considers the strategy decisions organized by the four Ps,branding is related to packaging as ________.

Accepted Answer

A)   branding is to pricing
B)   production is to marketing
C)   store location is to sales force selection
D)   personal selling is to mass selling
E)   pricing is to promotion

Question 17

Why can't marketing managers be satisfied just planning present activities?

Accepted Answer

A)   Markets are dynamic.
B)   Consumers' needs keep changing.
C)   The environment keeps changing.
D)   Competitors often change.
E)   All of these are reasons why marketing managers can't be satisfied just planning present activities.

Question 18

Differentiation means that the marketing mix is distinct from and better than what is available from a competitor.

Accepted Answer

A) True 
 B)False

Question 19

Attractive opportunities for a particular firm are those that the firm has some chance of doing something about-given its resources and objectives.

Accepted Answer

A) True 
 B)False

Question 20

________ refers to personal communication between a seller and a customer who wants the seller to resolve a problem with a purchase.

Accepted Answer

A)   Advertising
B)   Sales promotion
C)   Publicity
D)   Personal selling
E)   Customer service

Exam 3: Marketing Strategy Planning

Differentiation means that the marketing mix is distinct from and better than what is available from a competitor.

Correct AnswerverifiedShow Answer

________ means trying to increase sales by selling present products in new markets.

Correct AnswerverifiedShow Answer

A "breakthrough opportunity" is an opportunity that helps innovators develop long-term,hard-to-copy marketing strategies that will be very profitable.

Correct AnswerverifiedShow Answer

Sales promotion can involve point-of-purchase materials,store signs,contests,catalogs,and circulars.

Correct AnswerverifiedShow Answer

A "marketing plan":

Correct AnswerverifiedShow Answer

Promotion is composed of personal selling,advertising,publicity,and sales promotion.

Correct AnswerverifiedShow Answer

Differentiation means that the firm's marketing mix is similar to its competitors' mixes.

Correct AnswerverifiedShow Answer

________ refers to personal communication between a seller and a customer who wants the seller to resolve a problem with a purchase.

Correct AnswerverifiedShow Answer

An extremely good plan might be carried out badly and still produce profits,while a poor but well implemented plan can lose money.

Correct AnswerverifiedShow Answer

Why can't marketing managers be satisfied just planning present activities?

Correct AnswerverifiedShow Answer

"Target marketing," in contrast to "mass marketing,"

Correct AnswerverifiedShow Answer

"Product" is NOT concerned with:

Correct AnswerverifiedShow Answer

Which of the following is true?

Correct AnswerverifiedShow Answer

When one considers the strategy decisions organized by the four Ps,branding is related to packaging as ________.

Correct AnswerverifiedShow Answer

A "channel of distribution":

Correct AnswerverifiedShow Answer

Strategic planning is a top management job that includes planning only for marketing.

Correct AnswerverifiedShow Answer

An appropriate marketing mix should be determined primarily by ________.

Correct AnswerverifiedShow Answer

Attractive opportunities for a particular firm are those that the firm has some chance of doing something about-given its resources and objectives.

Correct AnswerverifiedShow Answer

The main difference between a "marketing strategy" and a "marketing plan" is that ________.

Correct AnswerverifiedShow Answer

Converse started selling its "high-top" canvas basketball shoes in colors such as hot pink,lime green,and purple,to accompany their traditional colors of black and white.Converse seems to be pursuing a ________ opportunity.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified